【作者】 赵闪；

【导师】 莫赞；

【作者基本信息】 广东工业大学 ， 管理科学与工程， 2007， 硕士

【摘要】 数据挖掘技术在客户关系管理(CRM)中的应用是近年来的研究热点。CRM指的是企业通过富有意义的交流沟通，理解并影响客户行为，最终实现提高客户获得、客户保留、客户忠诚和客户盈利的目的。总的来说，就是对客户实现个性化的服务。对什么样的客户进行什么样的服务，其根据就是企业积累的大量详细数据，如何将这些数据转化为知识，就要借助数据挖掘技术，为领导者的决策提供依据，并实现CRM的目标。数据挖掘是一个萃取和展现以往无法探知的新知识的流程，这些新知识选自数据库并为可付诸行动的决策提供服务。它能够有效的将以前隐藏在数据中的信息展示在客户的面前。数据挖掘技术在CRM中的有效运用可以从与客户有关的大量数据中挖掘出对企业经营决策有价值的知识和规则。本文主要论述了客户关系管理和数据挖掘技术的基本理论，以及数据挖掘技术在客户关系管理中的典型应用。在对CRM核心思想、体系结构和功能特点的研究基础上，分析了现有CRM体系结构的不足，并结合数据挖掘技术在CRM中的关键作用，构建了基于数据挖掘的CRM体系结构；最后，在上述理论研究的基础上并结合数据挖掘过程的标准化模型，分析了一个数据挖掘技术在移动客户细分方面的应用实例，通过利用Clementine软件和遵循CRISP-DM方法论，实现了对客户群的认识、分类和评估，然后根据细分结果采取相应的市场营销措施，进一步满足客户的需求，赢得更大的市场，使股东利益最大化。更多还原

【Abstract】 The application of data mining in CRM (Customer relationship management) was a focus in recent years.CRM is through the significative communication, the enterprise understand and influence the act of the customer, finally realize the customer gaining, customer holding, customer faith, customer profit. In a word, the basis is the quantities of detail data. How to get the knowledge from these data? The effective way is the technology of DM (Data Mining), that will provide basis for leader, and realize the aim of CRM.DM is a flow of extract and display new knowledge. These new knowledge have been gained from DW and be able to provide service for decision-making. It can effectively display the information concealed in database formerly.Data mining’s valid application in CRM can excavate valuable knowledge and rule for enterprise’s business decision among a large amount of data related to customers.The Paper stated the principia of CRM, DM and the application of DM in CRM. Through arguing the key role of DM in CRM and analyzing exiting CRM system structure and combining all the result of theory analysis and research,a set of CRM system structure based on DM is constructed; Eventually, through analyzing the principia of CRM, DM and the representative application of DM in CRM, introduced the example of using DM to Fractionize Mobile customers, so we can idenify, classify and evaluate the customers by understanding of the customers characteristic and behaviors in CRM with the help of Clementine and CRISP-DM, and then fulfill the purposes of customers loyalty, costomers profitability, and customers retention and customers acquisition through improving Customer Services.更多还原